Three Strategies to Improve Your Transfers-In
We were playing around with domain transfer-in data and we discovered this number. 2.4%. Across the OpenSRS network, this is the average ratio of domain transfers-in for a year to domains under management (at the end of that year). It’s an indication of the “fair share” of transfers-in you should be getting based on the size of your business. I strongly encourage you to figure out your ratio (using the last calendar year, the past twelve months or any recent twelve months) and see how it compares to our average.
If your ratio is below 2.4%, we have some suggestions on how you can improve it. The images you see below are all from Web sites. Web sites just give us the cleanest comparison across businesses. However, success might come through email promotions, outbound sales, account management, support and other tactics. The winning tactics all seem to support the following three strategies.
1. Ask for it.
This is sort of the number one rule of sales (and dating in junior high school). You’re not going to get anything if you don’t go for it. Make it very clear that transfers-in is a service you provide. Some integrate it boldly into their domain name purchase path…
…others do more of a presumptive sell on the Hosting path. (“If you want our hosting and you have a domain name, well then you’re gonna wanna be bringin’ it with you.”)
2. Don’t forget the value proposition.
There is some pain involved in a domain name transfer. Customers need to know why they’re doing it. That could be your everyday great service, your every day great prices, the convenience of domain, hosting and other services in one place or a special offer. But there should always be some clear, compelling benefits.
3. Hold her hand.
(Another best practice in junior high school. Man, why didn’t I do better in junior high school?!) Help make a potentially painful process as easy as possible. We all know there is a lot beyond your control when it comes to transfers-in. But you can explain the process well and you can offer some valuable support along the way.
Consider all the product development in your pipeline and all the costs per acquisition in your marketing plan. Transfers-in could be an easy win. It is additional revenue from customers you already have or prospects you have already driven to your front door. And it might take just some well-placed messages to earn your fair share.